Continuing with its slew of announcements on Monday, Apple has revealed its new original video subscription service: Apple TV+. The company says the service will feature “a brand new slate of programming from the world’s most celebrated creative artists,” ad-free and on demand.

In addition to its new Apple TV+ service, Apple also shared some other big announcements today regarding its TV strategy: a new à la carte offering it’s calling “channels” and a redesigned TV app that will support over 150 streaming apps and offer recommendations of new content to watch based on your interests.